That status will boost the provinces chances of attracting leisure travellers from China, not just business travellers. "Thats what were really after," Duggan told
Pique Newsmagazine
.

He also plans to increase awareness among B.C. residents about the benefits of tourism. The industry is projected to generate almost $10 billion in revenue this year and currently employs one-in-13 workers in the province.

Duggan brings an impressive and experienced resume  including 19 years in various marketing positions at Vernons Silver Star resort and four years as executive director of the Kamloops-based Tourism Sun Peaks  to his new position.

The local hotelier has also served as the marketing committee chair of the Canada West Ski Areas Association, the Canadian Ski Council and the Thompson-Okanagan Tourism Association.

"Mike Duggan is a highly respected member of our tourism industry," said Tourism BC president and CEO Rod Harris. "His broad range of experience in a variety of tourism activities, including adventure and eco-tourism, will provide the board with particularly useful insight and leadership."

Duggan has been on Tourism BCs board of directors since 1999.

Tourism BC is an independent Crown corporation, which operates under the direction of an industry-led board of directors, and is responsible for marketing the Super, Natural British Columbia brand to the world.